Coachella has been a significant stage for manufacturers throughout all industries to faucet right into a key cultural second with the assistance of creator companions.
For instance, Revolve is a well-known Coachella participant via its unique “Revolve Pageant”, the place it brings in high creators to take pleasure in unique experiences and performances. And, extra lately, Neutrogena has earned some buzz by scoring the title of official suncare sponsor of Coachella, two years in a row (try #neubff to see what this yr entailed).
However as the recognition of the pageant has grown, so has the price of participation for customers, creators, and manufacturers. Has Coachella turn into oversaturated with creator and model content material?
In an evaluation of creator information, we discovered that curiosity in Coachella could also be waning. Past that, curiosity in a distinct music pageant — Stagecoach — is rising. Maintain studying to get the info and study why Stagecoach could be the following finest place for influencer advertising activations.
Behind the Information: Is Stagecoach the brand new Coachella for Influencer Advertising?
Coachella was the proper venue for manufacturers to experiment with some really attention-grabbing advertising activations. They introduced creators, creativity, and experiential advertising collectively to develop some really modern campaigns.
Nevertheless, it’s potential that each creators and customers are starting to point out some fatigue.
Total mentions of Coachella by way of life influencers within the US has decreased YoY (evaluating Jan – April 29 2023 vs Jan – April 29 2024:):
- -29% lively influencers
- -26% posts
- -53% engagements
- -33% video views
Is that this the tip of the Coachella craze? Possibly, perhaps not. The chance that creators and types cease engaged on advertising activations surrounding this music pageant is pretty low. Nevertheless, this dip in creator exercise and viewers engagement would possibly point out that manufacturers shouldn’t wager as massive on this one occasion.
So the place else ought to they wager? Our information means that Stagecoach, an annual nation music pageant held in Indio, California, could be a contender.
Mentions of Stagecoach by way of life influencers within the US has elevated YoY (evaluating Jan – April 29 2023 vs Jan – April 29 2024:):
- +113% lively influencers
- +126% posts
- +198% engagements
- +296% video views
Apart from there being a big uptick in way of life influencers posting about/going to the Stagecoach pageant, they’re additionally tying it to style — much like what occurred when Coachella was on the rise.
Mentions of Stagecoach with style phrases, evaluating YoY (evaluating Jan – April 29 2023 vs Jan – April 29 2024):
- +91% lively influencers
- +112% posts
- +122% engagements
- +203% video views
Nation and cowboy style has began making some buzz within the US, and appears to be considerably paralleled by strikes made by another massive cultural tastemakers (Cowboy Carter anybody?). Manufacturers ought to control this development and contemplate dipping their toes into the Stagecoach water, in the event that they haven’t already.
Talking of, some manufacturers are already testing out advertising activations right here. Manufacturers that have been featured prominently in creator Stagecoach content material in 2024 have been from a various group of industries, together with Toyota, T-Cell, Patrón, Fairly Little Factor, Shein, Tecovas, and extra.
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Methodology
For this text, Traackr analyzed a pattern of 86,453 influencers positioned primarily within the US and Europe that produce content material and have audiences fascinated about widespread classes together with magnificence, style, and way of life content material
